Segmentation, Targeting and positioning of Dell Laptops

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A detailed Analysis of the segmenting, targeting and positioning of Dell laptops along with perceptional mapping and product portfolio.

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Segmentation, Targeting and positioning of Dell Laptops

  1. 1. STP InPractice
  2. 2. Performance Price 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Sony Apple Dell HP Lenovo 4 5 3.75 4 3.5 4 5 3.5 3.25 3.75 Performance Price
  3. 3. Sony Apple Dell HP Lenovo 0 1 2 3 4 5 6 0 1 2 3 4 5 6 PRICE PERFORMANCE
  4. 4. Affordability • Social class • Income Behavioural Segmentation • Knowledge • Attitude • Customisation • Usage • Loyalty
  5. 5. Gamers Creative professionals Corporates Students Personal use High net worth individuals Alienware 18 Alienware 18 Alienware 17 Dell XPS 17 Dell XPS 15 Dell XPS 15 Affluent class Alienware1 7 Dell XPS 15 Alien ware 14 Adamo Dell XPS 12 Inspiron 14 [7000 series] Inspiron 15 [7000 series] Dell XPS 13 Inspiron 15 [7000 series] Upper middle class Alienware 14 Alienware 14 Dell XPS 13 Inspiron DellVostro 3560 Studio Inspiron Latitude D 500 – E 5000 Studio InspironZ series Middle class InspironZ series Inspiron R series DellVostro 1400 Inspiron mini 1018 Lower middle class Below poverty line

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